Society shapes us. We behave in ways — consciously and unknowingly — that fit into a set of (un)spoken agreements.
To do business in a particular society means to have a profound, empathic understanding of how that society works. Or does it?
Setting up a bakery in some parts of the world, and closing down on Sunday morning, is probably a bad idea. In other parts of the world, closing down a bakery on Friday or Saturday morning would be a terrible idea.
What’s true of established business models isn’t necessarily true for novel business models.
To go where no business has gone before means throwing off the shackles. Nothing but bold moves, defying (societal) conventions every step of the way.
Standing out doesn’t happen by blending in.